Why storytelling is your new competitive moat

Executives mentioned storytelling 456 times on earnings calls in 2025—up from 359 last year.
Not a coincidence.

Companies are waking up to a brutal truth:
AI can execute. But it can’t differentiate.

The cost of content is nearly zero.
Everyone has access to the same tools.

So how do you stand out?
Narratives.

Vanta is paying $274,000 for a Head of Storytelling.
The “storyteller” job title has doubled on LinkedIn in the last year.
Even The Wall Street Journal is writing about it.

People don’t buy products. They buy the story behind them.
They want to believe in something.

Execution scales. But meaning sticks.

That’s why Single Grain Marketing is doubling down on stories:
→ When I pitch, I lead with narrative, not data
→ When we write ads, we make sure people feel something
→ When we build brand, we ask: “What’s the bigger story here?”

Storytelling used to be marketing’s soft skill.
Now it’s one of the last hard advantages you can own.

The companies that win in 2026?
They’ll be the ones with a story worth telling.

To strategic narratives,
Eric Siu

P.S.

1 - If you want to grow faster using the power of AI, my agency Single Grain is offering free marketing plans to Leveling Up newsletter subscribers, check it out here.
2 - We’re hiring AI-forward performance ad creative strategists, AI-forward SEOs and paid media people, AI short form creators, AI automation interns, and more.. If you’re interested, apply at our Careers page.
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